Salient features of the product for innovation emphasized on the continuously changing market needs and trends in the market. The trends identified the need to implement an innovation strategy on Rexona which had been a leading bathing soap and household brand for many years.
Due to the changing times, need, customer behavior, and substitute products, the first phase of innovation on Rexona commenced. Emphasis was on the kind of soap that addressed the problem of an oduor due to sweating, a problem associated with different physical and psychological effects. The parameters included
According to the article Innovation Zen (2006), a radical innovation made the toilet soap unique and synonymous with household use. Unique characteristic features of the soap, a common toilet soap, included an attractive smell and ability to maintain that status for a number of hours in addition to other extras. According to Innovation Zen (2006), an innovative approach on the product included analyzing the chemical characteristics of the soap and technologies available to address those concerns.
Chemical Researched
Scientific research was conducted to bring to light the chemical processes involved when human beings sweated with an emphasis on the type of sweat involved and the chemical composition of the sweat. According to Innovation Zen (2006), human beings responded to two kinds of sweat, sweat due to stress or anxiety and sweat due to emotional stress.
According to Innovation Zen (2006) Rexona, a popular soap and household name synonymous with bathing was innovated along the line of the different types if human sweat. Modular and radical approaches to innovation were used in undertaking the innovation on the deodorant article (Innovation 2010).
The article Innovation (2010) asserts that research findings pointed to the arms and hands as the specific sources of the unpleasant smell. In addition to that Information and previous knowledge on the deodorant was collected and analyzed to identify various stages of product improvement in relation to research findings on the sweating of the body and the available technology to develop and innovate the deodorant.
According to Innovation (2010), technology was readily available and an innovative approach to product development commenced. This included developing an anti-perspiring chemical formulated in the house hold soap. The micro-capsules formulated into the innovation acted by blocking instant and long term chemical perspiration reactions which could result in unpleasant odours. This could in the end make the user feel fresh for a long time.
According to Innovation (2010) “Our Rexona deodorant uses body-responsive micro-capsule technology that kicks in when it’s needed most, giving people the confidence to face the day’s more stressful situations.” This innovative approach was supported by scientific formulations and relevant technology to address instant or long term perspirations.
However the innovation has been incremental based on market needs and changing trends in addressing customer needs, tastes, preferences while remaining competitive in the market over the years. According to Innovation (2010) the innovative approach could impact well on the personal needs of individuals who use the deodorant in their homes.
The Market Today
According to Timeline (n.d) the soap was developed back in 1899 and has undergone successive innovation till today. Currently the deodorant has been innovated to address scents varying from silver ice to extreme scents as critical needs in the market toady.
References
Innovation. (2010). Intelligent Deodorant. Web.
Innovation Zen.(2006). Henderson – Clark Model. Web.
Timeline.(n.d). Web.